understanding analytics

legal tech
san francisco, ca
october 15, 2013
understanding analytics
you will learn
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what search engine optimization is and why you should
care
the basics ...
what is search engine optimization
(and why should I care?)
Search Engine Optimization (SEO) defined:
SEO is any activity an organization undertakes to
improve their website’s visibi...
the basics of SEO on and off your site
onsite v. offsite challenges
onsite v. offsite challenges
onsite challenges

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area of focus
keyword research
basic issues
website content
website design
internal links
onsite challenges

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




area of focus
keyword research
basic issues
website content
website design
internal links
onsite challenges








area of focus
keyword research
basic issues
website content
website design
internal links
three steps to keyword research
1. get a base list
a. talk to strangers
b. read your users minds

2. expand your base list...
talk to strangers
firm employees ideas of keywords:
legalese, legalese, legalese, legalese, legalese
potential clients (st...
internal site search
reading your users minds!
searches used on
www.sitemiprove.co
m.
gives us clues about
what users are
...
stranger data + user data
=
base list of keywords
expand your base list with tools
both of these tools are free!
choose your keywords
best keywords will have a high number of
monthly searches and a low estimated cost
per click
you are ...
onsite challenges







keyword research
basic issues
website content
website design
internal links
basic issues

what is good for search robots….

is also good for website visitors!
basic issues
basic issues
basic issues
basic issues
basic issues

“Titles are critical to giving users a quick insight into the
content of a result and why it’s relevant to t...
basic issues
basic issues
basic issues
are h1 tags important for seo?
• yes but not as much as they used to be due to
abuse by seo professionals
• s...
basic issues

siteimprove.com

1-855-SITEIMPROVE

info@siteimprove.com
basic issues

search for
“sequestration
government
construction
contract”
“The description attribute within the <meta> tag is a good way to provide a concise, humanreadable summary of each page’s ...
basic issues
benefits of good document structure
• first place on google? not guaranteed, but
certainly helps
• makes page...
basic issues

am law 100
first 1,000 pages of AM Law 100 websites
average
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

342 pages with duplicate page titles
...
onsite challenges







keyword research
basic issues
website content
website design
internal links
website content
 make it relevant
 make it readable, little
legalese
 make it timely
 give it a x-factor:
funny, provo...
website content
semantic markup – www.schema.org
Use micro data like Authorship
to help search engines identify
key areas ...
onsite challenges







keyword research
basic issues
website content
website design
internal links
website design

show examples
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relevance
forms
call to action
more
onsite challenges







keyword research
basic issues
website content
website design
internal links
onsite v. offsite challenges
offsite challenges

 Link building
link building
when someone links to you (on their
website, through social media, etc.) they are
indicating two things:
1. ...
link building
but my content is boring…..
– be inspiring
– be provoking
– be fun
– do the unexpected
– bring zombies
link building
what not to do
• do not pay for links
• do not participate in too many link
directories
• avoid having irrel...
A couple notes on algorithm changes
337 SEO changes by Google every year
panda
could be great for law firms!

image from www.wikipedia.orgimage

image from http://commons.wikimedia.org
quick panda rundown
 algorithm update between February and April in
2011
 focused on getting rid of low quality content
...
what can you do?
• start measuring engagement (time on site, number of
returning visitors vs. new visitors, bounce rate)
•...
penguin
could be great for law firms!

image from www.wikipedia.orgimage

image from http://commons.wikimedia.org
quick PENGUIN rundown
announced on April 24, 2012 with a refresh on May 25
aimed at the cheaters
•
•
•
•

link spammers
ke...
what can you do?

periodically read
the google
webmaster
guidelines (with a
grain of salt)
how to evaluate SEO providers
a provider checklist
• Is keyword research part of their strategy? How do they
determine the benefit of ranking for a part...
a provider checklist
• How does Social Media figure into their plans for your
firm’s SEO?
• Will they ensure that everyone...
the balance you want

traditional SEO
keyword research
on-page SEO
link building

modern SEO
social media
where you
want t...
a trustworthy company will…






share their tactics
agree on expectations up front
be empathetic to your needs
prov...
let’s take a tour
Where to start –
What’s the overall
view of me website’s
traffic?
Ok, I see how many
visitors I have, but I
want to know where the
traffic is coming from
A good percentage of my website’s
traffic is from search engines –
what kinds of keywords are users
searching for that bri...
I know search engines are a
source, but how can I tell which
visitors are coming through paid
search (AdWords) as opposed ...
I’m curious if the locations of my
website’s visitors are the same as
where our firm offers services?
Now that I know where the
traffic is coming from, I want
to know the pages they’re
going to once they get to my
site.
Ok, I see what the most popular
landing pages are, but what are the
behavioral patterns of visitors once
they’re in my web...
advanced web analytics tactics
1. investigate your data
2. identify your Key Performance Indicators and Micro
Conversions
3. segment your audience
1. investigate your data
2. identify your Key Performance Indicators and Micro
Conversions
3. segment your audience
investigating your data

what information is missing in the standard
deployment of web analytics tools?
missing the following data:
● Clicks to documents; PDF and all Microsoft Office documents - $
● Clicks to Vcards - $

miss...
investigating your data

what are events and how are they tracked?
Orrick can now understand
over time what videos are
being played on their Careers
page. This can help determine
the conten...
can’t we just pick these things up with our standard web
analytics javascript?

no!

javascripts for web analytics tools r...
investigating your data

why campaign tracking is critical to law firm
web analytics
tracking campaigns
clicks from email, paid advertisements and offline cannot
be tracked without campaign tracking
here is the problem…
This is better
how do you get there?
• determine what marketing channels you
use
– email, social media, etc.

• add tracking parameters t...
current url:
http://www.orrick.com/Events-and-Publications/Pages/Class-Action-Settlements-Rule68-Offers-of-Judgment.aspx
http://goo.gl/67bzw
Event Tracking URL:
http://www.orrick.com/Events-and-Publications/Pages/Class-Action-Settlements-Rule-68Offers-ofJudgment....
Orrick could now see what links within their enewsletters are driving traffic.
This can help them understand what to do in...
guidelines for campaign tracking
●

●

●

be consistent with how you name them
○
all newsletters have the source “newslett...
2. Identify key performance indicators and
micro conversions
what is a key performance indicator
(kpi)?
wikipedia: key performance indicators are
financial and non-financial metrics u...
identifying your kpis
1. talk with leaders in the firm to determine
how the website contributes to overall
business object...
what makes a great kpi?
●
●
●
●

simple
relevant
timely
instantly useful

good rule: have no more than 4 kpis per
business...
getting beyond KPIs
micro conversions
definition: micro conversions are metrics that
indicate the website is performing to its
desired intent ...
setting targets is key

targets - numerical values you have predetermined as indicators of
success or failure.
must have y...
3. segment our audience
there is too much data out there!!!
why do this stuff?
• events and campaign tracking
– completes the data picture

• kpis and micro conversions
– ensures you...
why do this stuff?
all of this leads to the generation of a great
report with recommendations you can present
to managemen...
reporting to management
or: get busy executives to listen today…
so they will fund your efforts tomorrow
define your goals, do your homework
define the purpose of your site

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

firm brand awareness
recognition
client information source
a way to validate ...
as a client information source, tabulate
 visitors that visit at least four pages related to the IP
practice (news items,...
brand awareness/recognition





review Orrick’s overall traffic against three competing
firms (Jones Day, Mofo, Coving...
report in a way management will understand
the elements of this report:
memo to leader: what do we look for?
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executive summary
what are the trends i...
executive summary:
what do we hope to see?

 site traffic improving
 some correlation between
our marketing efforts and ...
executive summary for July 2013

 traffic is down 10% from our annual monthly
average across all measures
traffic report trends
July 2013 July 2012
visits
unique visitors
pageviews
pages per visit

3,364
2,786
11,709
3.48

3,712...
why these categories for our traffic report?
July 2013 July 2012
visits

3,364

3,712

monthly ave/yr
3,750.5

we want to ...
where does our traffic come from?
July 2013
search engines
direct to site

51.7%
30.3%

referred from others* 11,709

July...
*top referral sources
July 2013 July 2012
gb mobile

156

twitter

25

linkedin

19

facebook

unavailable 223
unavailable...
how are we influencing traffic sources?

 our e-communications efforts, blog posts and
other social media (twitter, faceb...
what are the most common search terms?
July 2013 July 2012

monthly ave/yr

“not provided”

639

unavailable

greenfield b...
what are our most popular pages?
July 2013 July 2012
home page

1,178

1,401

our people

337

460

the firm

307

414

52...
popular paths
landing page

first jump second jump third jump

home page

industries

the firm

case studies

home page

t...
what cities are buyers coming from ?
July 2013 July 2012
washington, dc area 205

monthly ave/yr

205

225

new york city
...
what mechanical fixes were made this past month?
today
misspellings

0

this month monthly ave/yr
29

22

broken links (cr...
what content improvements did we make?


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
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

industry pages rewritten; sidebars updated
populated CMS SEO module con...
kpi
share your takeaways; questions?
fin
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility
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LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility

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Navigating the world of web analytics and search engine optimization (SEO) in the legal space can be overwhelming at best. What tools should be used, what’s their value and what benefits will all this provide my firm are common questions for most in-house marketers.

If you attend this workshop you will gain a better understanding of the following:

The basics of web analytics evaluating four tools:
•Google Analytics
•Siteimprove Analytics
•WebTrends
•HubSpot
•Steps that can be done in-house to start improving your SEO, now
•How best to evaluate 3rd party providers for SEO
•Advanced techniques to get the most value from web analytics data

Join us to start better understanding your digital presence based on good old fashioned data.

Presenters

Burkey Belser, President and Creative Director, Greenfield/Belser Ltd.

Steve Hennigs, Senior Account Executive, Siteimprove, Inc.

Jeanette Nuzum, Director of Creative Services and Operations, Marketing and Business Development, Orrick, Herrington & Sutcliffe LLP

Published in: Education, Technology, Design
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LMAtech2013: Optimize It and They Will Come: A guide to leveraging web analytics and SEO for better website visibility

  1. 1. understanding analytics legal tech san francisco, ca october 15, 2013
  2. 2. understanding analytics you will learn       what search engine optimization is and why you should care the basics of SEO on and off your site how to evaluate SEO providers understanding Google and navigating Analytics advanced analytics tactics reporting to management
  3. 3. what is search engine optimization (and why should I care?)
  4. 4. Search Engine Optimization (SEO) defined: SEO is any activity an organization undertakes to improve their website’s visibility and ranking for organic search
  5. 5. the basics of SEO on and off your site
  6. 6. onsite v. offsite challenges
  7. 7. onsite v. offsite challenges
  8. 8. onsite challenges       area of focus keyword research basic issues website content website design internal links
  9. 9. onsite challenges       area of focus keyword research basic issues website content website design internal links
  10. 10. onsite challenges       area of focus keyword research basic issues website content website design internal links
  11. 11. three steps to keyword research 1. get a base list a. talk to strangers b. read your users minds 2. expand your base list with tools 3. choose high volume/low cost keywords for optimizing!
  12. 12. talk to strangers firm employees ideas of keywords: legalese, legalese, legalese, legalese, legalese potential clients (strangers) ideas of keywords: layman terms, layman terms, layman terms, layman terms you need to optimize for the terms your potential clients are using! if you can’t find any corporate counsel or CEOs to talk to, ask your mom how she would look for a lawyer. She does not speak legalese
  13. 13. internal site search reading your users minds! searches used on www.sitemiprove.co m. gives us clues about what users are looking for.
  14. 14. stranger data + user data = base list of keywords
  15. 15. expand your base list with tools both of these tools are free!
  16. 16. choose your keywords best keywords will have a high number of monthly searches and a low estimated cost per click you are doing a cost/benefit analysis for your keywords to get the most bang for your buck (ok time not buck but you get the idea)
  17. 17. onsite challenges      keyword research basic issues website content website design internal links
  18. 18. basic issues what is good for search robots…. is also good for website visitors!
  19. 19. basic issues
  20. 20. basic issues
  21. 21. basic issues
  22. 22. basic issues
  23. 23. basic issues “Titles are critical to giving users a quick insight into the content of a result and why it’s relevant to their query. It's often the primary piece of information used to decide which result to click on, so it's important to use high-quality titles on your web pages.” – Google Support, http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35624
  24. 24. basic issues
  25. 25. basic issues
  26. 26. basic issues are h1 tags important for seo? • yes but not as much as they used to be due to abuse by seo professionals • still recommended that you have a unique h1 tag on each page. • also recommended to use h2, h3, etc. to signify sections and sub-sections on a page
  27. 27. basic issues siteimprove.com 1-855-SITEIMPROVE info@siteimprove.com
  28. 28. basic issues search for “sequestration government construction contract”
  29. 29. “The description attribute within the <meta> tag is a good way to provide a concise, humanreadable summary of each page’s content. Google will sometimes use the meta description of a page in search results snippets, if we think it gives users a more accurate description than would be possible purely from the on-page content. Accurate meta descriptions can help improve your clickthrough.” – Google Support, http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35624
  30. 30. basic issues benefits of good document structure • first place on google? not guaranteed, but certainly helps • makes pages more readable to both people and search engines • highlights keywords in a way that search engines understand
  31. 31. basic issues am law 100 first 1,000 pages of AM Law 100 websites average      342 pages with duplicate page titles 625 pages missing meta descriptions 186 pages missing H1 tags 524 pages with duplicate H1 tags 11 misspellings (also not good for SEO)
  32. 32. onsite challenges      keyword research basic issues website content website design internal links
  33. 33. website content  make it relevant  make it readable, little legalese  make it timely  give it a x-factor: funny, provocative, thoug htful, etc.
  34. 34. website content semantic markup – www.schema.org Use micro data like Authorship to help search engines identify key areas of your content Why do this? • Attorney visibility • Easy links to other articles of the same author • Does not impact SEO yet but Moz recommends using it in their 2013 ranking factors report
  35. 35. onsite challenges      keyword research basic issues website content website design internal links
  36. 36. website design show examples     relevance forms call to action more
  37. 37. onsite challenges      keyword research basic issues website content website design internal links
  38. 38. onsite v. offsite challenges
  39. 39. offsite challenges  Link building
  40. 40. link building when someone links to you (on their website, through social media, etc.) they are indicating two things: 1. they trust you and are showing that they have some sort of relationship with you 2. they find your content valuable search engines recognize this trust as credibility for your site. if enough relevant and authoritative people (and websites) link to you, your rank will go up!
  41. 41. link building but my content is boring….. – be inspiring – be provoking – be fun – do the unexpected – bring zombies
  42. 42. link building what not to do • do not pay for links • do not participate in too many link directories • avoid having irrelevant websites linking to you
  43. 43. A couple notes on algorithm changes
  44. 44. 337 SEO changes by Google every year
  45. 45. panda could be great for law firms! image from www.wikipedia.orgimage image from http://commons.wikimedia.org
  46. 46. quick panda rundown  algorithm update between February and April in 2011  focused on getting rid of low quality content  added human review as part of ranking methodology  added engagement metrics as part of ranking methodology —pogosticking is bad
  47. 47. what can you do? • start measuring engagement (time on site, number of returning visitors vs. new visitors, bounce rate) • review and improve what is being indexed for your site – do a google search for site:www.myfirm.com – remove unnecessary pages from the index with robots.txt file or by using canonical urls • increase social media shares • produce quality content
  48. 48. penguin could be great for law firms! image from www.wikipedia.orgimage image from http://commons.wikimedia.org
  49. 49. quick PENGUIN rundown announced on April 24, 2012 with a refresh on May 25 aimed at the cheaters • • • • link spammers keyword stuffing cloaking participants in link schemes • deliberate creators of duplicate content • over optimizers
  50. 50. what can you do? periodically read the google webmaster guidelines (with a grain of salt)
  51. 51. how to evaluate SEO providers
  52. 52. a provider checklist • Is keyword research part of their strategy? How do they determine the benefit of ranking for a particular keyword vs. the cost of pursuing that ranking? • Will they share an overview of their tactics with you? If not, move on. • How have they adjusted their strategies to accommodate the Panda and Penguin algorithm updates? • What is their approach to link building? How do they feel about buying links? • What are their thoughts on using Content Marketing as a SEO strategy?
  53. 53. a provider checklist • How does Social Media figure into their plans for your firm’s SEO? • Will they ensure that everyone agrees on expectations for the SEO project before signing a contract? • Does the company make an effort to understand your firm? Do they provide a site audit? • What data will the company provide to you in order to keep you updated on the progress of the project and the ROI? • How will the company ensure each of your offices performs well in local search? • Do they have references that you can call?
  54. 54. the balance you want traditional SEO keyword research on-page SEO link building modern SEO social media where you want to content marketing be! detailed ROI local and mobile
  55. 55. a trustworthy company will…      share their tactics agree on expectations up front be empathetic to your needs provide references new art on home page
  56. 56. let’s take a tour
  57. 57. Where to start – What’s the overall view of me website’s traffic?
  58. 58. Ok, I see how many visitors I have, but I want to know where the traffic is coming from
  59. 59. A good percentage of my website’s traffic is from search engines – what kinds of keywords are users searching for that bring them here?
  60. 60. I know search engines are a source, but how can I tell which visitors are coming through paid search (AdWords) as opposed to organic SEO?
  61. 61. I’m curious if the locations of my website’s visitors are the same as where our firm offers services?
  62. 62. Now that I know where the traffic is coming from, I want to know the pages they’re going to once they get to my site.
  63. 63. Ok, I see what the most popular landing pages are, but what are the behavioral patterns of visitors once they’re in my website?
  64. 64. advanced web analytics tactics
  65. 65. 1. investigate your data 2. identify your Key Performance Indicators and Micro Conversions 3. segment your audience
  66. 66. 1. investigate your data 2. identify your Key Performance Indicators and Micro Conversions 3. segment your audience
  67. 67. investigating your data what information is missing in the standard deployment of web analytics tools?
  68. 68. missing the following data: ● Clicks to documents; PDF and all Microsoft Office documents - $ ● Clicks to Vcards - $ missing the following data: ● Visible clicks of visitors who arrived to your website via email ● Clicks to items that do not load new pages (videos, sharing icons, mailto links, many tab based pages) - $ missing the following data: Can be fixed ● Clicks to cached pages (up to ⅓ of all page views!) $ - Costs money and/or time Can’t be fixed
  69. 69. investigating your data what are events and how are they tracked?
  70. 70. Orrick can now understand over time what videos are being played on their Careers page. This can help determine the content for future videos as well as helping them understand which videos to keep on the page and which to remove.
  71. 71. can’t we just pick these things up with our standard web analytics javascript? no! javascripts for web analytics tools require a page to load in order for the javascript to execute and then collect data. events do not require a page to load no page load = no data additional coding is needed in all analytics tools to pick up events. talk with your analytics provider to determine setup.
  72. 72. investigating your data why campaign tracking is critical to law firm web analytics
  73. 73. tracking campaigns clicks from email, paid advertisements and offline cannot be tracked without campaign tracking
  74. 74. here is the problem…
  75. 75. This is better
  76. 76. how do you get there? • determine what marketing channels you use – email, social media, etc. • add tracking parameters to your urls that you send out in those channels • analyze your new campaign data!
  77. 77. current url: http://www.orrick.com/Events-and-Publications/Pages/Class-Action-Settlements-Rule68-Offers-of-Judgment.aspx
  78. 78. http://goo.gl/67bzw
  79. 79. Event Tracking URL: http://www.orrick.com/Events-and-Publications/Pages/Class-Action-Settlements-Rule-68Offers-ofJudgment.aspx?utm_source=newsletter&utm_medium=email&utm_content=class+action+eve nt&utm_campaign=october2013
  80. 80. Orrick could now see what links within their enewsletters are driving traffic. This can help them understand what to do in future mailings. Email marketing tools provide great data on “open rate” and “click through rate” but not enough information about what people do once on your website. Campaign tracking helps complete the picture.
  81. 81. guidelines for campaign tracking ● ● ● be consistent with how you name them ○ all newsletters have the source “newsletter” be aware of case sensitivity ○ “Email” and “email” will show up differently in your report request a free white paper on tracking campaigns at the siteimprove booth
  82. 82. 2. Identify key performance indicators and micro conversions
  83. 83. what is a key performance indicator (kpi)? wikipedia: key performance indicators are financial and non-financial metrics used to help an organization progress towards organizational goals identify siteimprove: numbers you can use to measure whether or not your website is performing in line with your objectives
  84. 84. identifying your kpis 1. talk with leaders in the firm to determine how the website contributes to overall business objectives 2. identify what you are currently doing and plan on doing in the future on the website to achieve those goals 3. select metrics in your analytics tool that help you measure that progress (these metrics are now your kpis!)
  85. 85. what makes a great kpi? ● ● ● ● simple relevant timely instantly useful good rule: have no more than 4 kpis per business objective
  86. 86. getting beyond KPIs
  87. 87. micro conversions definition: micro conversions are metrics that indicate the website is performing to its desired intent but are not strong enough to be kpis on your website. potential examples of micro conversions ● signing up for a client alert ● subscribing to a newsletter ● vcard downloads
  88. 88. setting targets is key targets - numerical values you have predetermined as indicators of success or failure. must have yearly targets, better to have quarterly or monthly.
  89. 89. 3. segment our audience
  90. 90. there is too much data out there!!!
  91. 91. why do this stuff? • events and campaign tracking – completes the data picture • kpis and micro conversions – ensures you are measuring what is important • segmentation – allows you to focus your efforts
  92. 92. why do this stuff? all of this leads to the generation of a great report with recommendations you can present to management and then improve the website!
  93. 93. reporting to management
  94. 94. or: get busy executives to listen today… so they will fund your efforts tomorrow
  95. 95. define your goals, do your homework
  96. 96. define the purpose of your site      firm brand awareness recognition client information source a way to validate Orrick’s expertise (via legal news, articles/blogs/webinars, bios, legal experience, service descriptions) find attorneys (who are understandably focused on their own practice)
  97. 97. as a client information source, tabulate  visitors that visit at least four pages related to the IP practice (news items, attorney biographies, practice pages, etc.)  total email subscriptions for IP news, etc.  total subscriptions to Trade Secrets Watch blog  visit duration over four minutes on Trade Secrets Watch blog (knowing that the average person takes one minute to read 300 words)
  98. 98. brand awareness/recognition    review Orrick’s overall traffic against three competing firms (Jones Day, Mofo, Covington) to understand its relative market position tabulate total organic searches for IP attorneys by name plus searches containing “Orrick” with some form of “IP” in the keyword. Measure month over month to evaluate Orrick’s growth as IP brand. tabulate number of visits to Orrick website from awardgranting organizations’ websites
  99. 99. report in a way management will understand
  100. 100. the elements of this report: memo to leader: what do we look for?         executive summary what are the trends in our website traffic? where does our traffic come from? how do we influence traffic? what are our most popular pages? what are buyers most common search terms? what cities are people coming from? what mechanical fixes were made this past month?  what content improvements did we make?
  101. 101. executive summary: what do we hope to see?  site traffic improving  some correlation between our marketing efforts and our traffic
  102. 102. executive summary for July 2013  traffic is down 10% from our annual monthly average across all measures
  103. 103. traffic report trends July 2013 July 2012 visits unique visitors pageviews pages per visit 3,364 2,786 11,709 3.48 3,712 2,982 13,685 3.69 time on site 02:00 new visitors 3,750.5 2,912.3 13,613,92 3.63 75.59% 74.14% 76.34% bounce rate 31.9 ^ 02:23 monthly ave/yr 02:08 31.55% 30.06%
  104. 104. why these categories for our traffic report? July 2013 July 2012 visits 3,364 3,712 monthly ave/yr 3,750.5 we want to track…    traffic month-to-month to keep our short-term attention focused and strategy on track in order to make adjustments on the fly against the same month from a year ago because time-ofyear matters; it keeps us sane (don’t get depressed at July/August numbers) the average monthly traffic across a year to keep our longterm strategy in perspective
  105. 105. where does our traffic come from? July 2013 search engines direct to site 51.7% 30.3% referred from others* 11,709 July 2012 monthly ave/yr increase 51.5% 28.1% 13,685 % 55.9% 23.9% 13,613 — <1% 15% with search engine optimization, you want to see the overall percentage of organic searches increase even as direct traffic and referrals increase.
  106. 106. *top referral sources July 2013 July 2012 gb mobile 156 twitter 25 linkedin 19 facebook unavailable 223 unavailable 43.1 unavailable 26 13 unavailable 7.8 Law Marketing (blog) 17 Legal Profls website credits monthly ave/yr 15 unavailable 35.3 N/A 21 N/A unavailable 11.4 what CEOs want to know
  107. 107. how are we influencing traffic sources?  our e-communications efforts, blog posts and other social media (twitter, facebook and linkedin) are supporting our traffic but not providing a bump in traffic. How then do we bump traffic?
  108. 108. what are the most common search terms? July 2013 July 2012 monthly ave/yr “not provided” 639 unavailable greenfield belser 86 113 154 greenfeld belser 10 5 5 marketing firms in DC 9 4 2 burkey belser greenfield/belser 8 5 8 800 9 3 7 greenfield belser web design6 N/A 1 greenfield belser reviews 5 1 6
  109. 109. what are our most popular pages? July 2013 July 2012 home page 1,178 1,401 our people 337 460 the firm 307 414 523 case studies 296 376 446 our offices 291 376 436 308 monthly ave/yr N/A Big Idea 251 Brand Thinking Industries 185 159 675 295 178 1,726 228 237
  110. 110. popular paths landing page first jump second jump third jump home page industries the firm case studies home page the firm burkey bio brand thinking big idea joe bio offices brand thinking blog post big idea tech platforms home page case studies tech platforms hot button issues brand thinking capabilities case studies the firm tech platforms choosing right home page brand thinking the firm enhancing sitecore capabilities market compass research digital outlook
  111. 111. what cities are buyers coming from ? July 2013 July 2012 washington, dc area 205 monthly ave/yr 205 225 new york city 164 147 171 “not set” 100^ 88 33 chicago 61 62 76 boston 49 63 51 los angeles 43 37 34 san francisco 34 25 N/A london 31 25 N/A tampa fl 31 17 14
  112. 112. what mechanical fixes were made this past month? today misspellings 0 this month monthly ave/yr 29 22 broken links (crawl errors)59 224 175 duplicate page titles 5 22 N/A duplicate HI headings 3 18 N/A 301 redirects 0 4 7 505 errors 150 150 150
  113. 113. what content improvements did we make?      industry pages rewritten; sidebars updated populated CMS SEO module content resubmitted site maps 3 new case studies new art on home page
  114. 114. kpi
  115. 115. share your takeaways; questions?
  116. 116. fin

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